From Viral Breakout to an Anniversary Worth Celebrating 🔥
Views
UGC
Viral
Trends
Across the initial release and subsequent anniversary activations, we worked to keep Calm Down in the spotlight by tapping into fresh creator trends and giving audiences new reasons to engage with the sound. From dance-led content and relatable storytelling to the standout Wear Yellow trend, each activation helped introduce the track to new audiences while building on its existing momentum.
For the initial release, we leaned into a wide variety of creative trends, with dance content, text on screen and lyric POVs emerging as key pillars. By encouraging creators from different niches to put their own spin on the sound, we helped build a strong wave of content that felt fun, relatable and easy for wider audiences to recreate. This variety played a key role in driving early momentum and encouraging more creators to jump on board.
For the anniversary activations, we switched things up and honed in on the Wear Yellow trend, giving creators a fresh and instantly recognisable way to celebrate the track. From yellow-inspired outfits to playful, content, the trend gave both existing fans and new audiences another reason to jump on the sound. It landed brilliantly with creators and viewers, helping resurface Calm Down and build a fresh wave of engagement around its anniversary.
Viral
Trends
UGC
Across the initial campaign and anniversary activations, Calm Down generated an incredible 35M+ views and 8M+ UGC creations, with multiple viral trends helping the sound maintain its momentum. By evolving the creative approach with each activation, we were able to keep the track feeling fresh, reach new audiences and show how a great creator trend can give an already iconic song another moment in the spotlight.
Join the other companies winning with Zebr
